GOLF'S FUTURE LIES IN STORIES: HOUSTON PANEL CALLSFOR A NEW ERA OF ENGAGEMENT

At the Aramco Houston Championship, Golf Saudi hosted a powerful panel discussion highlighting storytelling as a vital tool to grow the game globally.

The session emphasised that the future of golf goes beyond competition on the course it is about creating stories and experiences that inspire fans and bring them closer to the sport.

The Change With Conversation session, part of Golf Saudi’s ongoing panel series highlighting trends and narratives in women’s sport, took place on the opening morning of the Aramco Houston Championship – the fourth and penultimate stop of this season’s PIF Global Series.

The tournament features both a team event, which concluded Saturday, and an individual competition with $2m in prize money — among the highest on the Ladies European Tour — in a format that has captured global imagination.

The panel featured Carrie Potter (Principal, Potter Advisors), Katie Neck(Founder, Sustained Futures), and Caroline Collins (Fox 26 TV presenter). The speakers praised the momentum created by the Aramco Houston
Championship but challenged golf to follow the example of Formula 1’s Drive t Survive, which transformed that sport’s popularity.

Carrie Potter stressed the power of storytelling: “It’s the stories of how these women have fought, struggled, and made their way to tour. Those are the stories that bring people in and turn them into fans.”

Katie Neck, who previously worked with McLaren Racing in F1, added: “In F1,people love the big personalities and rivalries. Women’s sport is different —more collaborative and inspiring — but the stories are no less powerful. Golf needs its own version to showcase these journeys.”

The discussion also touched on sponsorship impact, inclusivity, and crossover events, citing the success of mixed doubles tennis at the US Open.

The PIF Global Series, backed by Golf Saudi, has so far visited Riyadh, South Korea, London and Houston, and will conclude in Shenzhen in November. It forms a key pillar of Golf Saudi’s objective to elevate women golfers globally, while also promoting Saudi Arabia as a growing hub for golf and tourism.

Through initiatives like the PIF Global Series and the Change With Conversation panels, Golf Saudi is redefining the role of sport — not only as competition, but as a platform for empowerment, innovation, and global connection.